TikTok vs Instagram: Which one should I use?
In 2023, social media platforms are constantly changing, upgrading, and competing for the top-dog spot. Instagram and TikTok continuously steal the show with the best numbers. But how are these platforms different, and which one is right for marketing your brand?
Differences
Instagram and TikTok, while very similar, have two vastly different foundations: Instagram is primarily a photo-sharing app and TikTok is for video. Because of this, the two platforms have different content format, audiences, algorithms and styles.
TikTok offers one form of content, vertical videos. The videos range from 15 seconds to three minutes long. Instagram, on the other hand, has photos, videos, stories, reels and IGTV.
The audience of TikTok is primarily GenZ. According to a report by Statista, 42% of TikTok users in the US are between 18 and 24 years old. In general, TikTok users seem to be more responsive to advertising, specifically products like video games, jewelry, makeup and other inexpensive items. TikTok users also seem to respond more to naturally branded content such as influencer partnerships.
Instagram, on the other hand, is more millennials. According to the same report, 33% of Instagram users in the US are between 25 and 34 years old. Advertisements that tend to be more successful on Instagram are more expensive items such as furniture, home decor and fashion. Reels and stories are proven to be the best option for advertisements on Instagram.
Instagram tends to be more polished and aesthetic, and users respond better to content that is edited. TikTok is all about authenticity, so users respond better to content that is more raw and spontaneous.
Algorithm
Since TikTok and Instagram have different foundations, they also have very different algorithms.
According to a study done in 2022, TikTok has a superior algorithm in regards to showing content to potentially interested users. Content posted to TikTok gets more views in general.
The way Instagram’s algorithm works makes it important to pay attention to the time you post. You must have an understanding of when your target audience is typically on the app in order to get the most eyes on your content. The algorithm also favors content that is posted consistently and at an expected cadence.
TikTok, on the other hand, is more random. Timing of posts doesn’t matter as much because videos on the For You page are randomized However, users are more likely to quickly scroll past a sponsored post on TikTok so it is important to make your content as unique and creative as possible.
Advantages and Disadvantages
TikTok’s user base is huge and it is continuing to grow. TikTok was the most downloaded app in the world in 2022 with over 850 million installs. It is worth noting that the app has over 2 billion active users worldwide, giving you a huge and diverse audience for your content. However, users on TikTok have a short attention span. Because of the nature of the app, users are more likely to quickly scroll past a sponsored post on TikTok than on Instagram. It is crucial to make sure your content on TikTok is engaging and creative to capture your audiences attention right away.
Instagram has a loyal user base. It is one of the most popular social media platforms in the world and has a high retention rate with 63% of users logging on at least once per day. However, Instagram has a lot more pressure in terms of aesthetics and content quality. Users expect a very put-together look from the brands they follow, and high quality posts are the only way to capture your audience.
Conclusion
When thinking about your company and your goals for promotional content, it is important to understand the differences between Instagram and TikTok and how you can use both apps to your advantage. Knowing where your audience exists in the social sphere is a great first step to figuring out where you should use your resources for social media marketing.
Both Instagram and TikTok are incredibly powerful platforms that serve their own unique purposes. Happy posting!